Nest recognized that a basic brand identity, built on bland colors, generic typography, and a lack of compelling visuals, didn’t reflect the company’s bold vision, exceptional caliber of its agents, or the impressive momentum fueling its growth. It was time for a transformation. Their brand needed to radiate the energy, ambition, and excellence that define Nest today, not Nest of a decade ago and set the tone for where they’re headed.
Simplicity with Character
The logo design balances simplicity with a distinct personality through custom refinements to the letterforms. Starting with an all-lowercase sans serif typeface, we introduced subtle notches and arched strokes to convey an elegant, approachable tone that aligns perfectly with the brand’s ethos.
Letterforms to Graphic System
The clean geometry of the wordmark inspired a flexible graphic system. By abstracting shapes from the letterforms, we developed a series of repeating elements that could be scaled and arranged in various configurations. This system provided endless opportunities to create cohesive yet diverse design expressions, making the brand adaptable and visually engaging across applications
Revitalizing Color
The color palette builds on Nest’s original identity, retaining its signature deep teal while enhancing its vibrancy for a more contemporary feel. To complement this core color, we introduced rich secondary hues like gold, lavender, and orange. Together, these colors exude energy and possibility, shining especially when paired with the graphic shape system to bring the brand to life.
